P a m u n g k a s, H e n d r a W i s n u (2012) Pengaruh Terpaan Iklan Smartfreen "I Hate Slow" Terhadap Minat Beli (Studi Survei DiKalangan Mahasiswa STMIK Amikom Yogyakarta". Other thesis, UPN "VETERAN" YOGYAKARTA.
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Abstract
A S B T R A K B e r b a g a i t a y a n g a n i k l a n p r o v i d e r s e l u l e r m e n g h i a s i b e r b a g a i m e d i a t e l e v i s i u n t u k m e m p e n g a r u h i m i n a t b e l i k o n s u m e n . P r o v i d e r s e l u l e r b e r l o m b a - l o m b a m e n a w a r k a n k e u n g g u l a n p r o d u k n y a m e l a l u i p e s a n - p e s a n i k l a n y a n g d i s a m p a i k a n n y a . D e n g a n i k l a n y a n g k r e a t i f d a n s y a r a t a k a n i n f o r m a s i t e n t a n g p r o d u k , d a p a t m e m p e n g a r u h i m i n a t b e l i k o n s u m e n . S m a r t f r e n a d a l a h o p e r a t o r s e l u l e r y a n g b e r b a s i s t e k n o l o g i C D M A ( c o d e d i v i s i o n m u l t i p l e a c c e s s ) . S e b a g a i p e n y e d i a l a y a n a n t e l e k o m u n i k a s i m a u p u n a k s e s d a t a i n t e r n e t , P T . S m a r t t e l e c o m m e n e g a s k a n k o m i t m e n n y a u n t u k m e n j a d i p e n y e d i a l a y a n a n t e r b a i k , t e r d e p a n d a n t e r c e p a t . B e g i t u p u l a p e s a n ‘ I H a t e S l o w ’ , m e r u p a k a n b e n t u k p e r n y a t a a n b a h w a k a r t u s m a r t f r e n m e n j a d i s a t u s o l u s i u n t u k m e n g a t a s i k e n d a l a k o m u n i k a s i d a t a y a n g l e l e t a t a u l a m b a t . T u j u a n p e n e l i t i a n i n i a d a l a h u n t u k m e n d e s k r i p s i k a n d a n m e n g a n a l i s i s p e n g a r u h y a n g p o s i t i f d a n s i g n i f i k a n a n t a r a t e r p a a n i k l a n s m a r t f r e n ‘ I H a t e S l o w ’ t e r h a d a p m i n a t b e l i d i k a l a n g a n m a h a s i s w a S T M I K A m i k o m Y o g y a k a r t a . T e o r i y a n g d i g u n a k a n a d a l a h t e o r i j a r u m h i p o d e r m i k , d i m a n a t e o r i i n i b e r a s u m s i b a h w a k o m p o n e n k o m u n i k a s i a m a t p e r k a s a d a l a m m e m p e n g a r u h i k o m u n i k a s i m e l a l u i m e d i a m a s s a s e c a r a l a n g s u n g , c e p a t d a n m e m p u n y a i e f e k y a n g a m a t k u a t . J e n i s p e n e l i t i a n i n i i a l a h k u a n t i t a t i f d e n g a n m e t o d e s u r v e i , d a n k u e s i o n e r . J u m l a h s a m p e l s e b a n y a k 9 5 r e s p o n d e n y a k n i m a h a s i s w a S T M I K A m i k o m Y o g y a k a r t a . D e n g a n t e k n i k a n a l i s i s d a t a k o r e l a s i p r o d u c t m o m e n t d a n r e g r e s i s e d e r h a n a d e n g a n p r o g r a m S P S S 1 5 . B e r d a s a r k a n p e n e l i t i a n , h a s i l p e n g u j i a n h i p o t e s i s d e n g a n m e n g g u n a k a n a n a l i s i s r e g r e s i s e d e r h a n a m e n u n j u k k a n b a h w a p e n g a r u h t e r p a a n i k l a n s m a r t f r e n I H a t e S l o w d i t e l e v i s i ( R ² ) s e b e s a r 0 , 0 9 9 . Y a n g b e r a r t i b a h w a t e r p a a n i k l a n s m a r t f r e n I H a t e S l o w d a p a t m e m b e r i k a n p e n g a r u h y a n g c u k u p b a i k t e r h a d a p m i n a t b e l i k a r t u s m a r t f r e n . P e n g a r u h a n t a r a t e r p a a n i k l a n s m a r t f r e n I H a t e S l o w t e r h a d a p v a r i a b e l m i n a t b e l i d i k a l a n g a n m a h a s i s w a S T M I K A m i k o m Y o g y a k a r t a s e b e s a r 9 , 9 % . S e m e n t a r a d i p e r o l e h h a s i l k o r e l a s i p r o d u c t m o m e n t s e b e s a r 0 , 3 1 5 , m e s k i p u n t e r g o l o n g d a l a m i n t e r v a l r e n d a h t a p i p a s t i . B e r d a s a r k a n h a l t e r s e b u t m a k a h i p o t e s i s y a n g d i g u n a k a n d a l a m p e n e l i t i a n i n i t e r u j i k e b e n a r a n n y a a t a u d i t e r i m a , b a h w a t e r d a p a t p e n g a r u h y a n g p o s i t i f d a n s i g n i f i k a n a n t a r a t e r p a a n i k l a n s m a r t f r e n I H a t e S l o w t e r h a d a p m i n a t b e l i d i k a l a n g a n m a h a s i s w a S T M I K A m i k o m Y o g y a k a r t a .
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > HE Transportation and Communications |
| Depositing User: | Muji Isambina |
| Date Deposited: | 24 May 2016 07:21 |
| Last Modified: | 24 May 2016 07:21 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/2305 |
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